The company wants one single agency group with a strategic hub in London and ‘strong local teams based in Germany, France and Italy’.
Expedia currently uses GolinHarris in the UK, FischerAppelt in Germany, Edelman in Italy, and Hopscotch in France.
The winning agency will be charged with building on the company’s European marketing platform ‘People Shaped Travel’, which Expedia uses to work with its customers to co-create products and services.
Expedia believes the move to a central agency will facilitate ‘shared learnings across the markets and drive greater impact in the execution of the "People Shaped Travel" communication platform’.
Jill Lloyd, senior PR and social comms manager, EMEA, said: ‘We are looking for a PR agency structure that provides the same combination of efficiency, scalability and local adaptability as our own internal structure.’
The chosen UK-based European hub agency will work closely with the European comms team based in Expedia’s European headquarters in London.
The consumer brief will see the successful agency provide strategic guidance and support for multi-market campaigns.
The agency will need to show a ‘strong understanding of the cultural nuances of German, French, Italian and British travellers’. Expedia is also seeking an agency with the infrastructure and systems to manage comms centrally while executing locally.
The firm also wants an agency with a strong heritage in technology and digital comms.
Expedia will continue to work with digital agency Steak on its SEO work, a number of local agencies for its trade PR (Spider PR in the UK), and We Are Social on its social media strategy.
It will also continue to work with local specialists in Netherlands, Spain and the Nordics – the winning agency will work with these agencies to co-ordinate selected campaigns across these markets.
The review is being handled by AAR and pitches are likely to be held at the end of April.